By Allison Watkinson
TLL Reporter
The martial arts brand ONE Championship hopes to punch above its weight class as it has engaged CAA Brand Management for licensing representation.
CAA Brand Management, a division of Creative Artists Agency, announced Thursday it has been appointed the official licensing agent for ONE Championship in Asia. ONE lays claim to being the world’s largest martial arts organization.
According to Nielsen, ONE Championship ranks among the world’s top five sports properties for viewership and engagement, with a cumulative reach of over 400 million fans. The organization produces and distributes events across more than 195 countries, featuring martial artists and world champions from more than 80 nations.
The partnership will see CAA Brand Management develop a licensing program supporting ONE’s core business and content across MMA, Muay Thai, kickboxing, and submission grappling, with a focus on fan engagement, community building, wellness, and self-improvement.
CAA Brand Management will use its regional expertise to integrate ONE’s martial arts brand into Asian markets, leveraging the organization’s global reach and engaged audience to explore new brand growth opportunities.
ONE Championship has built a devoted following through its diverse programming, including Numbered Events, the ONE FIGHT NIGHT series in U.S. primetime, and ONE FRIDAY FIGHTS and THE INNER CIRCLE in Asia primetime.
“ONE Championship is a global content powerhouse that we are thrilled to partner with to bring licensed products to their ardent fanbase. At this pivotal moment of exponential growth for ONE, establishing its licensed consumer products in these key home markets is very exciting,” said Elaine Chu, Head of APAC, CAA Brand Management.
Hua Fung Teh, Co-Founder and Group President of ONE Championship, said the partnership would help deepen connections with fans beyond live broadcasts.
“Our passionate fan base across Asia continues to drive ONE Championship’s massive growth. Partnering with a global leader like CAA Brand Management allows us to deepen our connection with these martial arts fans beyond our live broadcasts,” Teh said. “We will leverage their incredible expertise to create new, innovative brand experiences that resonate with our multi-generational audience.
“We are thrilled to take this next step in elevating the ONE brand throughout our key regional markets,” Teh added.
ONE Championship can be viewed on major global broadcasters including Prime Video, U-NEXT, ESPN, Sky Sports, Globo, beIN SPORTS, and others.